Take it down a notch

When Terry Smith, CEO of Fundsmith, expressed his scepticism about the stated purpose of Hellman’s (to tackle global food waste) and of Lux (inspiring women to rise above everyday sexist judgements and express their beauty and femininity unapologetically), I did get his point. He had his reasons for challenging Unilever, but he also drew attention to what’s been happening far too casually in branding for the last 5+ years.

Brands have felt the pressure to be both ethical and world-changing at their core. Because of the zeitgeist but also because they’ve seen the likes of Unilever benefit from attaching social and environmental aims to their brand. The result though, is too many businesses and products aligning themselves with saving people and/or the planet, without strong enough justification to do so.

Cause related marketing used to be enough for brands to make clear they are not just evil money-makers (while they made money out of positive associations). Which meant their core purpose could be a little more prosaic, though no less important to the customers they serve and still expressed in very human terms.

So while all businesses and brands should be playing their part to protect people and planet, their purpose should be utterly true to them. It is time to take most purpose statements down a notch.

Unilever, from experience, will be taking their “higher purpose” statements for Hellmann’s and Lux very seriously. By taking action. Not just delivering words.